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An interesting, albeit short, news piece about Googles ten year run to becoming the worlds leading search engine. The piece also covers growing issues such as monopoly concerns with their Yahoo deals, growing competition among rivals and the like.

Like I mentioned last week in The Search For Google Alternatives, with the release of Chrome web browser, as well as the Android mobile operating system, Google has positioned itself as the dominant brand on the internet, well ahead of past contenders such as Microsoft, Yahoo, AOL, etc. According to one statistic posted on a Microsoft blog, Google currently makes up 70% of all web searches on the web. With the addition of Yahoo to their advertising stable, this statistic grows considerably. So essencially what the news piece is saying is that Google has become a vertical advertising monopoly.

For more information about the suit check out:
FAQ: Antitrust eyes on Yahoo-Google ad deal

So what does that say about Google?

To be honest, Google doesn’t really control the internet. I can go to any site I want regardless of weather Google wants me there or not. I can pick any advertisers I want on my site including Amazon, Google, and currently Yahoo, and the only stipulation I have is that they provide relevant advertising and hopefully…and I said hopefully…some money. The thing that makes their advertising better than others is brand recognition, since people can advertise through any service they so choose. Technically it’s up to individual sites to choose whom they use as advertising, and if Firefox or Microsoft came up with a better system of advertising then I’d use that. If Cuil.com decides one day to make an advertising program based on onomatopoeia and fuzzy logic, then I’ll use them too. As far as Yahoo plastering their site with Google ads, so be it, they have the authority to do so. The case itself is kind of crazy, and the fact that everyone loves to hear about the Google success story, and the fact they do well enough at matching ads to content, are the only two reasons they don’t have much competition.

Just remember how it works though…if they ever do become evil, there will be ten companies trying to pick up the slack…and six of them will be run by former Google employees, two from Linux Redhat, one from Firefox, and one from some guy in a bar that wrote his idea on a napkin and someone gave him a bunch of money for it. Googles going to be screwed.

For more alternatives to Google AdSense, check out:
Advertising Alternatives for Blogs and Niche Sites